[ashmaurya]

It's not the customer's job to know what they want. - Steve Jobs

Customers are great at articulating problems but whenever they start suggesting solutions, I try and get to the root problems whether it's before Version 1.0 or a feature request after.

Before launch I do talk to customers - the first is an interview, second is for feedback. The interview is to learn about problems and how they solve them today (existing alternatives).

Armed with that knowledge, I then build a "demo" (prototype, mockup, etc.) that I show to them once more to validate this "will" solve the problem before I build the real product/feature.

For a more detailed write-up: http://www.ashmaurya.com/2011/07/how-we-build-features/

- Ash